There is a fact that with its rapid development and becoming extremely popular, TikTok has become the favorite entertainment platform for kids with a multitude of diverse short-form content. Moreover, at a young age, kids easily learn, imitate, and follow what they see on the internet, especially imitating the trends that always appear on TikTok. From here, a concern among moms is that their kids may easily access unhealthy content that moms cannot always control or prevent, which may have long-term effects on them. Understanding this pain point, SuSu aims to address this issue by providing more beneficial content, along with innovative and trendy formats tailored especially for kids, which will help kids learn good things and educate them on environmental protection issues from a young age.

FROM PRECISE EDU-TAINMENT THAT IGNITE REAL “HERO-IN-LIFE” ACTIONS  

To address the above issue and leverage the sustainable platform "Nạp năng lượng - Giữ Trái Đất xanh", SuSu has cleverly offered a precise way for moms to educate their kids with the social idea of "tinh tế trao điều hay, cùng con vui giữ Trái Đất xanh". This idea demonstrates an understanding of the current situation of moms and kids, as well as conveying a more creative and subtle way to help moms and kids take specific actions to protect the environment. SuSu introduces and skillfully integrates the message of environmental responsibility into actions through catchy tunes, lively dances, and vibrant visuals through the music video, featuring kid-favorite social influencers like Jun Pham and the SuSu Hero Team. Along with that, the sharing activities from familiar hot influencers, as well as influencer moms, help spread SuSu's message of "Nạp năng lượng - Giữ Trái Đất xanh" to moms and kids in the most natural and effective way.  

Furthermore, the story lies not only in how SuSu impresses and excites kids but also in how we intricately integrate environmental insights into each small action, skillfully interwoven into the edu-tainment series, elucidating the significance of why moms and kids must protect the environment and providing guidance on how to do so through daily activities. From here, both moms and kids can easily grasp and actively participate in these actions altogether.

To truly leverage the idea for "Nạp Năng Lượng Giữ Trái Đất Xanh Cùng SuSu Hero" sustainability platform in 2023, SuSu cleverly rolled out its social activities in two main phases to achieve maximum effectiveness:  

PHASE 1: TEASE FOR CURIOSITY & SOCIAL DISCUSSIONS.  

During this phase, the main goal was to grab attention and raise excitement among moms and kids. SuSu collaborated with Jun Pham, and some other popular influencers to release teasing snippets about SuSu upcoming MV with the environment protection and subtle hints about the meaningful message SuSu aimed to convey to both moms and kids.  

PHASE 2: HYPE FOR REAL-ACTION ENGAGEMENT THROUGH DISRUPTIVE AND MEANINGFUL EDU-TAINMENT.  

In this phase, following the release of the MV "VŨ ĐIỆU GIỮ TRÁI ĐẤT XANH", SuSu partnered with many famous influencer moms to spread edu-tainment content derived from the MV. They together shared moments of their kids dancing joyfully and enthusiastically with the music and dance. Right after that, the influencer moms released short videos of moments of their kids dancing with the music and taking real actions to protect the environment around them, such as planting trees, sorting trash, and recycling waste into useful items…. In this way, the influencer moms also showcased the enjoyment, excitement, and changes of the kids when they performed environmentally friendly actions. The dance with SuSu has become a trend among moms and kids.  

Later on, SuSu, along with the Hero Team, organized many "Lớp học đặc biệt, cùng bé giữ Trái Đất xanh", teaching many kids dance moves from SuSu and guiding them on meaningful environmental actions, starting from small daily actions. This activity quickly spread and generated considerable interest from the kids when viewed on social media platforms.  

From here, SuSu and the influencer moms sharpened the desire for moms and kids to contribute to environmental responsibility and created an opportunity for them to take action together with SuSu through a UGC contest. Through a particularly cute and easy-to-understand CapCut

Template & brand effect about environmental protection, especially for SuSu, this activity attracted and called upon many families to participate with SuSu, mainly with very happy and enthusiastic kids who were able to do useful actions to help protect the environment. This is an education that is clever, simple, yet extremely new and entertaining, making the kids extremely interested and fond of it, as well as producing tangible results in activities together with brands.

Through the campaign "Nạp Năng Lượng Giữ Trái Đất Xanh Cùng SuSu Hero", SuSu has achieved some extremely positive results for the brand.  

The campaign achieved a total of 502K discussions on social media. TikTok recording 4K discussions; Facebook, contributed 99% of the overall campaign engagement and a perfect sentiment score of 1.0 on Buzzmetrics.  

Specifically, the UGC contest garnered 927 CapCut usages, with over 156 valid contest entries from moms and kids. The campaign hashtag #GiữTráiĐấtXanh received over 34.5 million views, demonstrating significant interest and engagement from moms and kids. Moreover, these metrics underscore the effectiveness of the edu-tainment approach in conveying useful messages to moms and kids when the UGC Contest secured the 10th position in the BSI rankings for September 2023.